What do you feel is the most important thing to have in any property campaign?
Couple of things spring to mind, but it’s knowing who we are targeting. Samuel made it clear that we were targeting everyone, which is a tall order in itself, pretty ambitious – but also exciting.
I distinctly remember our first meeting with you and Illan, at the top of Albert Park to discuss the project and who we were targeting. It was obvious that you were open to a big campaign, because Louise was targeting a big audience. It was great to hear that you wanted to go big and bold and try something different.
What attracted you to the Louise project the most?
Mostly the excitement I could pick up from you both [Ilan & Romy] and this was going to need to be a smart and nimble campaign. There was a lot of smarts already injected into the campaign from how you found out about the site, through to the design by Cera Stribley. I know we [Studio White Noise] were the right fit for the project.
We knew we had to really go that extra mile.
Generally though, I really appreciate projects and clients that entertain big ideas, and Louise had them in spades. Some of the ideas worked, others didn’t – but you were never afraid to try and fail. We still have those bad ideas banked somewhere…
Were you surprised at the success of the campaign?
What’s the saying – fail to prepare, prepare to fail? I feel like we were so prepared for whatever the market conditions threw at the project. Considering the project kicked off during the strictest of Covid lockdowns [here in Victoria] launched during the start of what became 12 consecutive rate rises, a state election and a federal election, the campaign responded and reacted really well to stay ahead.
The biggest surprise for me was how well the market responded to the Reels – the first being set to a Missy Elliot track – iconic.
Louise was the winner of the Property Marketing Excellence Award for The Urban Developer in 2023 What was it like accepting that award ?
It was an honour to represent the project team that night; we believe in one team, one dream and it would not have achieved its success without everyone pulling their weight and giving 100%.
That night, a lot of the winners were coming from the other side of the room and we were the dark horse of the night, so Lauren [Co-Founder and Lead Designer on Louise] just decided to have a drink and celebrate with the winners.
When Louise was called, we were so excited, I’m pretty sure I drunk texted all the team when we got back to the table to let you all know we won. Only regret is that we couldn’t celebrate as a team.
